- Effectively analyse a commercial problem requiring a Digital Marketing solution
- Create a best practice solution to a Digital Marketing problem which is most appropriate to the analysis and conditions, drawing upon appropriate tools and frameworks
- Develop a set of objectives along with appropriate metrics
- Utilise a range of data in order to justify your proposed strategy
Transferable skills:
This assessment will assist in development of the following transferable skills:
Transferable Skill 1: Research
- The ability to undertake research into an organisation/industry is a key skill within business to help support decision-making; this will be developed during the module workshops and is a requirement of the assessment.
Transferable Skill 2: Commercial awareness
- The ability to identify opportunities and threats, think of new ideas and develop new products helps organisations to grow; this will be developed during the module workshops and is a requirement of the assessment.
Transferable Skill 3: Critical thinking
- The ability to interpret, analyse and evaluate information is important for decision-making in business; this will be developed during the module workshops and is a requirement of the assessment.
Transferable Skill 4: Oral communication
- The ability to communicate effectively is valued by all employers within business as important to convey clear, strong messages about digital strategy, customer service, relationship building.
Summative Assessment Overview:
The assessment consists of a written report worth 100% of the final mark.
To pass this module, you must achieve a final overall mark of at least 50%. If your mark is less than 50%, you will be required to retake the assessment.
The maximum word count is: 3000 words (+/- 10%).
This item will assess LO: 1, 2, 3, 4
Scenario
Client: Adventure Leisure Vehicles, Cumbria, UK
Background:
Adventure Leisure Vehicles, established in 2005, is a leading dealership in luxury caravans, camper vans, and motorhomes, featuring brands such as ERIBA, HYMER, and Buccaneer. Situated off Junction 38 on the M6, they encounter unique challenges in digital marketing due to their location away from the high street.
Current Issue:
Increase brand awarness: There is a need for more effective digital strategies to increase brand aawarness due to the location of the company.
Required tasks
You are a marketing consultant working with Adventure Leisure Vehicles . You have been commissioned to device a new marketing strategy to increase the brand awareness through digital marketing strategy, market share, growth and overall revenue. Your budget is £20,000 and campaign will run from July 2024 to Jan 2025.
- Using extensive research, provide an analysis of Adventure Leisure Vehicles, Cumbria, UK both internal and external environment. You need to demonstrate its current market situation which includes,
- Internal analysis which includes but not limited to web page and current social media platforms.
- External analysis
- An industry analysis outlining size of market in volume or revenue, segments.
- Identify two direct competitors, two indirect competitors and bench mark direct competitors digital activities against Adventure Leisure Vehicles
- SWOT – In a table format, only bullet points.
- Digital strategy objectives – This should contain minimum of Two overall marketing obehctives and two digital communication objectives but not more than five altogether. Briefly outlined and SMART.
(1400 words) – 40%
- Using secondary data, segment the market and identify suitable target customers and analyse their digital consumption. Develop a customer persona showcasing their media consumption. (200 words)– 10%
- Considering theoretical models produce a digital strategy suitable for increasing brand awareness, your SMART objectives, and target customers. You should consider your budget, timeline, evaluation and control mechanisms. (equal to 1400 words) – 40%
